Over the past few years, we have become accustomed to personalized advertising. Amazon has been suggesting products based on our purchase history for years. You might see a postcard ad in your mailbox today with your name in the headline. But now variable data printing (VDP) has changed and technology is more sophisticated. We are no longer limited to text – we can now also use personalized images.

An advertisement only has a few seconds to grab your audience’s attention, whether it’s on paper or on the web. Using an image with a personalized message guarantees a second look. Last April, the woman’s basketball team, The Liberty, gave it a try and it was a smashing success. They mailed out postcards that featured the subscriber’s name on a team jersey. Amy Scheer, SVP, marketing and sales at The Liberty, said “It was the best piece we’ve ever done.” She explains “When you got it in the mail, you felt the connection with the brand.” (You can read the entire case study at DM News.)

This wouldn’t be so exciting or attention-grabbing if the results didn’t look so real. There is realistic lighting, texture, transparency, etc. Each individual piece looks like it took hours to create in Photoshop. But really, it’s the result of specialized software and a “batch-processing” approach that gets the job done in a fraction of the time. Take a look at the samples below or give it a try yourself.

This is an exciting new development in VDP and we’d love to explore its options with you. If you would like help figuring out the best way to use this technology for your business, feel free to contact us at info@pmgi.net or 503.352.3504.

Granted, you could probably survive without one but they just make things so much easier. Between Urban Spoon and eReader, iPhone apps are there to help with everyday life. And right now, with all the fun and useful apps available, it’s going to be harder than ever to not have one.

When it comes to all parts of design, whether it be graphic, web, or print there are iPhone apps for everything. Here are, in my opinion, three of the best color apps available.

Palettes
If you want to create or just manage a color palette, Palettes is the app for you. With this tool you have the ability to create color palettes from images or websites. This functionality allows you to replicate the exact color scheme from the desired image or site. Once your palette is perfect, you can export it to other programs such as Photoshop or Illustrator.

Color Expert
Color Expert is a perfect app if you are an artist or designer looking to showcase color. There are so many inspiring moments out there and with Color Expert you have the right tool to capture the inspiration the moment it captures you.

cliqcliq Colors
This design app allows you to create a palette of up to 12 colors. Afterwards, you can input as RGB, hex, HSB, CMYK and grayscale. You can also send these colors as Photoshop, Illustrator, text, CSV and BMP files. According to http://www.cliqcliq.com/, “cliqcliq Colors is a simple utility aimed at designers and web developers for discovering, converting, and managing colors.”

Overall, there are many iPhone apps available. It’s up to you to find one that suite you and your design needs. Of course, if you need any help with creative work, we’re here for you! Let me know what your favorite deign app is!

As we begin the new year it’s nice to know that marketing is alive and well. Yes, everybody has had their cut backs but marketing is important to the growth of your business. Many marketing tools are even free. Such as Twitter, LinkedIn, Facebook, etc. Below are two upcoming events to help you and business get back into the mix of the marketing world.

This Saturday, January 16, “SearchFest 2010 will present multiple informative learning tracks, workshops, and panel sessions designed to provide direct insight into the most up-to-date strategies and technological advancements in online search marketing.” http://www.sempdx.org/searchfest/

I attended last year’s SearchFest and enjoyed it immensely. I found it to be a great way to networking tool as well as a great workshop. Here are just a few of this year’s topics:

On January 21 there is a seminar called Book of Lists 101. This seminar will help you maximize your potential in the marketing world. Marketing is a different language for some and this event will help you become knowledgeable in the subject. It is hosted by the Portland Business Journal and led by Marketing & Circulation Executive Rosalind Hughes Smith.
http://www.bizjournals.com/portland/calendar/?op=event_details&listing_id=68861
A few topics this seminar will hit include:

By attending local events you can increase your clientele, network, learn from your peers, and ultimately become a well rounded company. It may take some time to learn the lingo or see the results but it will be worth it in the end.

Welcome 2010! With a new year of hopes and dreams of your business growing, there is also the task of working out your 2010 marketing budget. This is the time to take a close look at how to reduce costs while also reducing your carbon footprint.

2010 is the year of new ideas and a year to make a lasting impression. Tradeshows are a common marketing tool for most companies. However this year, companies are expected to change their strategy by going green. Quality does not have to be pushed to the way side in order to become sustainable.
Here are a few helpful hints on how you can wow someone while still being green.

By developing many configurations out of one concept and making your graphics, brand, and message general you can eliminate the need to design and print tradeshow collateral for each event. Glenda Brungardt, Tradeshow/Event Manager at HP states, “Print it once and use it many times with build and burn not an option.”

Shipping charges can sky rocket with heavy materials. Why not build your booth out of bamboo or lessen your carbon footprint by using recycled building materials. In 2008, HP used a green booth. After tracking costs and saving, “they realized a 30% reduction in freight and drayage charges, along with major savings on sign printing.”

Reducing your tradeshow staff will reduce your carbon footprint immensely. Instead of having enough staff to switch out every other day, gather a smaller but stronger team and use them instead. Heil Environmental learned that 52% of their CO2 emissions were from their staff’s air travel. This proves that it’s time to make a change.

In the end it all comes down to the bottom line. By printing once, you are saving on print costs. By lightening the load, you are saving on shipping costs and by reducing staff you are saving on travel expenses. Add it all up and you are also saving the world. Okay, maybe not the world but you are definitely making a difference by reducing your carbon footprint and an effort to support sustainable business practices in 2010.

There are four main design applications out there; Illustrator, Photoshop, In-Design and Quark. But what application do you use for your project?

In conclusion, it all depends on your project. There are a lot of details to keep track of when using design applications. Our creative services team is here to answer any questions you may have. Contact us if you need help getting pointed in the right direction.

Have you ever walked into a print shop? I must say, I love the smell! Maybe because my grandpa and great grandpa both owned their own print shop but maybe it also has to do with the fact that I like being able to use more than just one of my senses, I like to touch, see, hear and smell the process, not just see the end result.

As a society who is constantly thinking of the latest and greatest inventions to make life easier we still love print. We like receiving cards in the mail. We like flipping through catalogs. We like to feel the paper.

So, here’s the question. With technology moving so quickly around us, are we eventually going to lose print shops and just go virtual? I am willing to bet we will always have print shops. And here are my reasons.

1. Digital technology will never be able to replicate print. The digital books, Kindle & Sony eBook, have come close by creating a sense that you are actually turning a page but reality is…you’re not. You’ll never accidentally tear a digital page. Or the binding won’t come loose because you’ve read the same book over and over again. It’s just another electronic hand held device.
2. It’s greener to print! It comes down to the numbers. Thanks to our friends at The Print Council, we didn’t have to do the math. They found that “In 2008, more than 57 percent of paper consumed in the U.S. was recovered for recycling, more than any material. Less than 10 percent of U.S. power comes from renewable sources, but in the pulp and paper industry, that figure is greater than 60 percent. The average person’s paper use for a year - 440 pounds - is produced by 500 kilowatt-hours of electricity, the amount used to power one computer continuously for 5 months.”
3. Lastly, I like the experience. This is where our senses come in. With digital, you’ll always be using just two senses, sight and sound. We are built to use all five. You can only get that experience while holding something that was printed. For example, e-cards are nice but a crisp envelope, feeling the thickness of the card, not knowing what you’re going to hear or see once you open it is way better!

Overall, digital is great and makes our life pretty easy but print makes our life just that much better. Print has a lasting impression that cannot be replicated. It’s here to stay!

You don’t have to look very hard to see that the holidays are here. Home Depot had their Christmas décor up three weeks ago, scary! While buying paint, I actually had a few seconds of anxiety. But then I knew what had to be done. Deep breaths! This year I am going to enjoy the holidays and relax. I know this may sound unrealistic but here are a few steps that I will be following. If you like, you can follow them too. Can’t hurt to try, right?

1. Get Focused: What do you wish the holidays were like and how do you think you can recreate that idea? I would love to travel this holiday season, go see some family. So, now it’s time to start looking at weekend getaways. If you want this holiday season to be about giving, find a local charity and donate. You can even have your friends and family help. This will be memorable and charitable. The main idea here is to focus on something and actually follow through with it. It’s when we don’t follow through with something or a deadline is closely approaching that we get stressed. Stop the stress and just do it!
2. Make a list and check it twice: You probably have a lot of things swirling around in your head about this holiday season. Presents, dinners, family, budget, etc… jot them down on paper, the computer or your blackberry. The point here is if your write them down you are able to visualize your tasks at hand and prioritize daily. This will offer you some free time to actually sit back and have a cup of cider.
3. Make it Simple: Reward yourself for years past hard work. You deserve it! Take a couple things off your list and ask for others to help. But make sure to keep checking your list. This will help you realize what you can do without.
4. The Budget: This is always a daunting task to do but always necessary. Time to set the budget for this season of gift giving. This year is about saving. According to a survey conducted by ING DIRECT, saving was 41% of respondent’s top priorities. “Americans are looking to build up an emergency fund (37%), pay down debt (35%) and save for retirement (34%). More than two-thirds of respondents claimed they will continue with their frugal ways even after the recession.” – e-Marketer 
   I’m not going to go broke by spending all my money on gifts this year and neither do you. We’re all kind of in the same boat here. Times are a little tougher but that just means we have to be a tiny bit more creative than last year. Instead of buying the new video console for your kids take them to the arcade for an afternoon, cook your family a meaningful dinner, write a nice letter, and just enjoy this time of year.

Deep breaths of the cold crisp air have me ready! I’m going to use the four steps above to help make my unrealistic goal of being relaxed this season into reality. Here I come… calm, cool, and collected. It’s time to take the first step and get organized and focused. Come Black Friday, I’ll have the holiday tunes up, feet up, and the dog up to rest her head on the sofa. Time to stop writing and start doing! You in?

Although your logo may be only one piece of your branding strategy, it is a large one. So, pay close attention to your structure and design. Here are some tips on how to make your logo a successful part of your branding.

1.  Develop your branding strategy before your logo.

• Who are you trying to reach?
• What message do you want to convey?
• What are your goals and values?

This will give you a clear idea for the structure of your design.

2.  Convey growth and professionalism no matter the size of your company.

• You want potential customers to be attracted to your logo.
• Show everybody you are a successful company and plan to go places!

3.  Differentiate yourself from your competitors.

• Be creative! Try to think outside the box on this step.
• Look to other industries, not just your own, for inspiration.

Have multiple options and present them to your employees, friends, and family. Which logo are they drawn to and why?

4.  Test, Test, Test!

• Market-test your logo. This blog goes into more depth on this issue, if you’d like to know more. Testing your new identity prior to the official launch is especially important if you are designing your logo in-house.

This will save you time and money in the long run. Who wants to re-design their logo after a year? Test before it goes live!

Overall, if you follow your branding strategy, be creative, and test your design you are more likely to have a successful logo that will fit in with your goals and attract many people! Good Luck!

Every year, new design trends appear and others fade away. This means that what is new, cool and hip today might be completely dated a year or so down the road. It’s just the chance taken. However we all know it’s almost impossible not to be influenced in some way by what we see around us. Though this blog was written and compiled at the beginning of the year, the trends Jacob Cass points are still extremely relevant and he seems to really hit the nail on the head for this year’s branding trends.

Obviously everyone wants their design to be unique. Trends, by nature, work against that. However, we must still be aware of the trends forming around us; whether we are hoping to avoid the trends or if we want use them as inspiration to create something truly new and create a trend all our own.

In May of this year, Borrell Associates released a report, “Direct Mail Falls, E-mail Soars,” that caused a bit of a ruckus on the Internet. You can download the executive summary for free, or you could buy the full report (the company’s site boasts that the full report comes with a webinar) for a whopping $995. In their executive summary, Borrell Associates reports:

We’re [Borrell Associates] predicting a 39 percent decline for this Goliath [direct mail] over the next five years, from $49.7 billion in annual ad spending in 2008 to $29.8 billion by the end of 2013. If that occurs, direct mail will fall from the No. 1 placeholder for ad revenue to No. 4, behind the Internet, broadcast TV and newspapers.

The market research company predicts that e-mail will fill the gap, with its cost-effective allure. The following are two of the top-rated discussions on the topic.

Death of Direct Mail: An Alternate Perspective
The Digital Nirvana, 5/28/2009

Direct Mail Doomed, Long Live Email
Media Post News, 5/20/2009

Bottom line? Any direct mail — snail mail or e-mail — needs to be targeted and relevant to the receiver. Work with your marketing and design agencies to ensure your message is the RIGHT message, otherwise it’ll end up in the recycle bin.